Shaima Saleh Al-Husseini, Managing Director of the Saudi Sports for All Federation (SFA), spoke at the Middle East Sports Investment Forum (MESIF) at the Emirates Stadium in London on June 5th. She participated in a panel discussion on the main stage entitled ‘Grassroots Development & Social Impact Through Sports in the Middle East’, where she was able to highlight the SFA’s innovative approaches to overcoming barriers to sports engagement in Saudi Arabia, from cultural norms to climate challenges.
Shaima also emphasized the importance of inclusive and culturally appropriate programs, and discussed the significant impact of the Saudi Vision 2030 initiative on sports participation, noting that the SFA’s efforts have dramatically increased physical activity rates across various demographics. She then underscored the SFA’s commitment to promoting women’s sports, as well as its upcoming #MoveYourWorld campaign, which will further address perceived barriers to exercise. Also speaking on the panel were Lama Alfozan, Board Member of the Saudi Olympic Committee, Sheikh Khalifa bin Khalid Al Thani, Director of the Sport Sector from the Qatar Olympic Committee, and Nasser Al Khori, Executive Director of Qatar’s Generation Amazing Foundation, which the SFA recently signed at MoU with.
MESIF is the only event of its kind, bringing key sports stakeholders from across the Middle East to London to share their vision for regional sports development. Ministries of Sport, government representatives, sports clubs, venues, and sports business leaders were among the guests, promoting the region’s ambitious sports agenda.
